Three and a half months after cleaning house in its brand marketing division, streaming powerhouse Netflix has hired a new marketing chief to oversee its $2 billion marketing budget.
The company today announced that Jackie Lee-Joe has been tapped as its CMO. Lee-Joe comes from BBC Studios, where she’s been the CMO since 2015, and takes over for Kelly Bennett, who left in March after seven years with the company.
Netflix did not respond to a request for comment by press time.
“Jackie is a truly original thinker with a wealth of global experience, making her the perfect fit as our next chief marketing officer. I’m excited to work with her in promoting our brand and original programming in new and creative ways to our members all around the world,” said Ted Sarandos, Netflix chief content officer in a statement.
Lee-Joe will have to build on the successes of her predecessor. Over the past seven years, Bennett helped the company balloon from 26 million to 139 million subscribers in 190 countries. And with a 10-digit marketing budget, expectations are high.
The company has been performing well; in last quarter’s earnings, it reported revenue increasing 22% year over year, with subscriptions jumping 25%. And after the company’s Q1 filing, Barron’s reported that analysts are still trying to suss out how entrants to the streaming universe—and all the competing services that are popping up, like Disney+ and AppleTV+—will affect Netflix. (The company’s Q2 earnings are next Wednesday.)
“We expect Netflix and Disney will do well in the streaming business but we don’t expect Disney’s success to cannibalize Netflix sub-base,” Stifel analyst Scott Devitt wrote.
This may work in Lee-Joe’s favor, as she herself tries to navigate the streaming behemoth and its marketing prowess.
“Netflix is a much loved and respected brand with audiences globally thanks to its rich and varied original programming. I’m thrilled to be joining one of the most creative, dynamic and fearlessly innovative companies in the world,” said Jackie Lee-Joe in a statement.